Avoiding X for Y models
Our mission is to support business models that align with our nation’s diversity and evolving consumer landscape
Middle India
By 2028, ~300mn consumers will move up to higher income groups, showing huge potential in changing consumer trends. Strategies need to be adapted differently for tier 2+ cities compared to metro areas due to varying consumer dynamics
Gen Z and Gen Alpha
Recognising the importance of catering to the needs of young India, we prioritise the Gen-Z and Alpha cohort, comprising ~650mn individuals. This demographic holds the key to shaping the future of Bharat
Mega trends
Urbanization
Urban population set to exceed rural, with an annual urbanization rate averaging 1.35% by 2046
E-commerce penetration
~80% total of e-commerce GMV comes from middle income group
Internet penetration
~900mn active internet users by 2025, with 56% from Tier 3+ cities
Demographic dividend
~650mn Gen Z and Gen Alpha with the longest demographic surge spanning 37 years
Online shopping
~40mn new online shoppers yearly, with nearly 40%coming from Tier 2+ cities
Digital payments
~36% of digital payments coming from outside Metro and Tier 1 cities
Focus sectors
Bharat
Consumer goods and retail
Consumer goods and retail
Financial services
Financial services
Gaming
Gaming
Education
Education
Healthcare
Healthcare
Agriculture
Agriculture
Gen Z and Gen Alpha
Travel
Travel
Experiences
Experiences
Fast fashion
Fast fashion
Electronics
Electronics
